The popular Chinese ice cream and tea chain, Mixue, has successfully established its first US location in Los Angeles, California, marking the brand’s debut in the American market.
Offerings and Customisation
Situated on the famous Hollywood Boulevard, the new Mixue store provides customers with the chain’s traditional menu. The offered choices encompass a variety of beverages including ice cream, pure tea, fruit drinks, milk tea, and coffee. One of the unique aspects of Mixue’s service is the ability for customers to personalize their drinks. They can adjust the sugar content to their liking and select from a range of toppings for certain beverages.
Global Expansion
Since its establishment in 1997, Mixue has been diligently working on its international growth. The brand expanded outside of China for the first time in 2018, with the opening of a store in Vietnam. Following this, Mixue entered several other markets, including Australia, South Korea, Thailand, Malaysia, Singapore, and the Philippines.
Growth Plans in the US
The US is the next frontier for Mixue’s ongoing international expansion. The company has expressed its intention to enhance its presence in the American market further. A store in New York is anticipated to open soon as a part of this expansion plan.
Zhang Hongfu, the Global CEO of Mixue, stated that the company is committed to its worldwide strategic growth. He added, “Our aim is to consistently broaden our store network, thereby enabling more local consumers to savour our high-quality, affordable drinks.”
Presently, Mixue Group runs over 53,000 stores globally.
Questions & Answers
What does the Mixue menu offer in their new US store?
The menu in the new Mixue US store consists of a range of beverages such as ice cream, pure tea, fruit drinks, milk tea, and coffee.
Where did Mixue first expand to outside of China?
The first overseas expansion of Mixue was in Vietnam, which took place in 2018.
What are the future expansion plans of Mixue in the US?
Mixue plans to strengthen its presence in the US with the opening of a new store in New York, which is expected to happen in the near future.
Source: Retail News Asia
